THE INFLUENCE OF FEAR OF MISSING OUT AND SOCIAL MEDIA USAGE ON IMPULSIVE BUYING BEHAVIOR TOWARDS FOOD AND BEVERAGE TRENDS AMONG GENERATION Z IN MANADO CITY

Abstract

As digital natives, Generation Z is highly susceptible to online stimuli, making their purchasing habits a critical area of study. Concurrently, social media platforms serve as the primary medium through which this FoMO is activated and translated into consumer action, facilitated by features like flash sales, influencer endorsements, and personalized content. The combined effect of these emotional and technological factors creates a potent cycle of impulsive consumption among Generation Z. This research contributes to understanding digital-native consumer behavior, highlighting the interplay between psychological states and technological environments. Gen Z is especially vulnerable to emotional and technological triggers that promote unplanned purchases. Using a quantitative approach, data were collected from 100 respondents through questionnaires and analyzed using multiple linear regression. FoMO triggers anxiety-driven purchases due to fear of social exclusion, while social media platforms act as a catalyst by presenting personalized content, influencer marketing, and time-limited promotions that encourage impulsive decisions. These findings highlight the psychological and digital dynamics behind Gen Z's consumption patterns and suggest that businesses should adopt responsible marketing strategies.

Keywords: Fear of Missing Out, Social Media Usage, Impulsive Buying Behavior